TV networks, providers benefit from targeted commercials

08/8/2013 | Advertising Age (tiered subscription model)

TV service providers and cable networks are among of the biggest beneficiaries of targeted commercials because it allows them to avoid wasting ads on existing customers, experts say. Starz saw a 49% increase in sales from a targeted commercial test, which aimed the advertising to non-subscribers who had shown interest in movies on demand or other premium networks, said Nancy McGee, Starz's executive vice president of marketing.

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